Life, 1910-01-06 · page 19 of 76
Life — January 6, 1910 — page 19: what you’re looking at
What you’re looking at
This is a full-page advertisement disguised as editorial content in *Life* magazine. It uses a satirical framing device common to the era: the ad claims to reveal who buys "Indestructo" trunks by showing handwritten sales cards from "thousands" of purchases by "well known men and women." The humor lies in the pretense of journalistic investigation—*Life* was a satirical magazine known for mocking consumer culture and advertising excess. By presenting customer testimonials as "proof," the ad ironically mimics *Life*'s own satirical expose style, essentially advertising *through* parody. The product itself (a reinforced travel trunk) targets affluent early-1900s travelers. Key selling points emphasize durability, insurance coverage, and social status ("people whose judgment you can depend upon"). The accompanying coupon and detailed guarantee reflect period advertising conventions. The joke is meta: *Life* readers would recognize this as both genuine advertising and self-aware mockery of advertising's persuasion techniques.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“LIFE: Who Buys INDESTRUCTO TRUNKS? Here’s the Answer, and the Proof EOPLE who are known to buy with discrimination— people whom you know to be successful—people whose judgment you can depend upon—these are the people who buy “‘Indestructo”’ Trunks. The sales cards shown above were taken from among thousands representing the pur- chase of “‘Indestructo” Trunks by well known men and women. This means to you that such evidence alone should lead youto call upon the best dealer in your city and investigate the many merits of the ““Indestructo.”” In 1909 the most careful buy- ers of the country snapped up the output of “Indestructos’”? in three months and we were com- pelled to turn back orders for thousands of trunks. Success was instantaneous because no careful buyer can fail to recognize the many superior features of the ‘* In- destructo ”? Trunk. There will be no shortage in 1910. We have increased our pro- duction 500%, And the trunk itself is even better this year than it was in 1909. Its distinguishing and patented features are the same—improvement here seems impossible—but we have doubled its strength—made the body and the trays even stronger. There is a real economy in buying such a trunk. Its unrivaled wearing quality—its ample pro- tection to the contents even with the hardest handling—its special insurance guarantee and regis- try features, give it a real money value that has proved the price to be absolutely the lowest— service considered. Take an Indestructo With You on Your Early Spring Trip Send for our book, “* About a Traveler.”’ A de luxe edition for 1gto, Authoritative and entertaining. Beautifully illustrated. Gives invaluable information to travelers about railroads, steam- ships, hotels, services, tips, expenses, etc. Send us the coupon in a letter, enclosing seven 2c. stamps and we will mail you a copy at once. The National Veneer Products Co. Station A24, Mishawaka, Indiana. READ THIS GUARANTEE We guaranteo that handling—will travel more tthe annoyance and exp: arket, ADDITIONAL EXCLUSIV In aAdition, a $ year free Insurance Po unk. AGAINST Loss The “ Warning " shown at the left appears on both ends of every “Indestructo” accident, goes with every * Indestructo " PROTE Trunk, Itis a notice to *b Ke ‘arning” mark calls attention to the tri J you will see why an “Indestructo” can ni i Saks & Company farshail Fietd & Co. Jestructo Trunks will stand more abuse—more careless nd remain longer In good serviceable condition se of frequent repairs than any other trunk on COUPON FEATURES against destruction by Fire, or NATIONAL VENEER PRODUCTS COMPAKY Station A&4 Mishawaka, Indiana ggage smashers" that the trunk {s Insured ; that their com: 77, Enclosed are seven 2c. stamps. Please send copy of your book “About A Traveler” to nig & Con et eo Widwasd & Lathrop ngeles, Cal.. Bullock's Atlanta, Ga., Chamberlin, Johnson, Dubose Co. and also by the best store in every other city where good trunks are sold. There 1s no substitute for the “ Indestructo.” any trouble in securing the genuine, write Us, and we will seo that your order is properly filled. 19 Fish ‘The White House If you have comicbooks.com